Table of Contents

Preface.................................................................................................................................................. xix

Volume I
Section 1
Fundamental Concepts and Theories

Chapter 1
A Review of Psycho- vs. Socio-Linguistics Theories: An Application to Marketing Research.............. 1
Juan Miguel Alcántara-Pilar, University of Granada, Spain
Salvador del Barrio-García, University of Granada, Spain
Esmeralda Crespo-Almendros, University of Granada, Spain
Lucia Porcu, University of Granada, Spain

Chapter 2
Online Branding and Marketing: A User Perspective............................................................................ 31
Dimitrios Rigas, University of West London, UK
Hammad Akhtar Hussain, University of West London, UK
Nazish Riaz, University of West London, UK

Chapter 3
Rhetoric of Seduction: From an Iconocratic Advertising to a Tautological Culture............................. 45
Paulo M. Barroso, Higher School of Education – Viseu, Portugal

Chapter 4
A Theoretical Approach for Sustainable Communication in City Branding: Multilateral
Symmetrical Communication Model..................................................................................................... 65
Ayşe Banu Bıçakçı, Yeditepe University, Turkey
Zeynep Genel, Yeditepe University, Turkey

Chapter 5
Subliminal Advertising and its Ethical Dimensions in the Social Media Age...................................... 91
Meral Elci, Gebze Technical University, Turkey
Arzu Sert, Gebze Technical University, Turkey





Chapter 6
A Psychological Perspective on City Brand Positioning: The Dimensional Organization of
Sensemaking Data................................................................................................................................ 111
Henrik Gert Larsen, The Chicago School of Professional Psychology, USA
LeAnn G. DeHoff, The Chicago School of Professional Psychology, USA

Section 2
Development and Design Methodologies

Chapter 7
Behavioural Targeting in the Mobile Ecosystem................................................................................. 141
José Luis Gómez-Barroso, National University of Distance Education (UNED), Spain
Juan Ángel Ruiz, National University of Distance Education (UNED), Spain

Chapter 8
A Classification of Branded Entertainment Based on Psychological Levels of Processing................ 155
Jesús Bermejo-Berros, University of Valladolid, Spain

Chapter 9
E-Literary Text and New Media Paratexts........................................................................................... 186
Janez Strehovec, Independent Scholar, Slovenia

Chapter 10
Urban Design and the Entrepreneurial City: Place Branding Theory and Methods............................ 204
Alamira Reem Bani Hashim, University of California Berkeley, USA

Chapter 11
Integrating Big Data Analytics into Advertising Curriculum: Opportunities and Challenges in an
International Context........................................................................................................................... 228
Kenneth C. C. Yang, The University of Texas – El Paso, USA
Yowei Kang, Kainan University, Taiwan

Chapter 12
Social Media and Its Implications for Marketing Communications.................................................... 251
Irina Yankova, London Metropolitan University, UK
Wilson Ozuem, University of Gloucestershire, UK

Chapter 13
Whose City Is It Anyway? Limits of City Branding in Harare amidst the Storm of Economic
Hardships in Zimbabwe....................................................................................................................... 271
Innocent Chirisa, University of Zimbabwe, Zimbabwe
Elmond Bandauko, University of Zimbabwe, Zimbabwe
Gladys Mandisvika, University of Zimbabwe, Zimbabwe
Aaron Maphosa, University of Zimbabwe, Zimbabwe
Liaison Mukarwi, University of Zimbabwe, Zimbabwe
 

Chapter 14
Exploring the Secret of Successful University Brands........................................................................ 288
Chris Chapleo, Bournemouth University, UK

Chapter 15
An Attempt of the Commercial Film Production Support System Based on the Image Rhetoric of
Commercial Film................................................................................................................................. 304
Yoji Kawamura, Kindai University, Japan

Chapter 16
Branding Ideas for the Tokyo Olympics 2020..................................................................................... 326
Erica Liu, University of Hertfordshire, UK

Chapter 17
Be Stronger Together: Partner Strategies between Material Suppliers and Sports Goods Producers
to Promote High-Tech Innovations...................................................................................................... 346
Christian Linder, University of Bamberg, Germany
Sven Seidenstricker, Loewe Opta GmbH, Germany

Chapter 18
A Framework for CRM: Understanding CRM Concepts and Ecosystem............................................ 361
Süphan Nasır, Istanbul University, Turkey

Chapter 19
Corporate Advertising at the Age of Social Media.............................................................................. 413
Ercan Aktan, Aksaray University, Turkey
Mehmet Nejat Ozupek, Selcuk University, Turkey

Chapter 20
Touring Pittsburgh’s Glocal Narratives: Leveraging City Brands for Global and Local 
Audiences............................................................................................................................................. 430
Kasey Clawson Hudak, Pennsylvania State University – Lehigh Valley, USA

Chapter 21
Customer-Centric Marketing in the European Union from a Legal Perspective................................. 456
Eleni Tzoulia, Attorney at Law LL.M. Heidelberg, Germany

Chapter 22
Analytics Overuse in Advertising and Promotion Budget Forecasting............................................... 477
Burçin Güçlü, Universitat Ramon LLull, Spain
Miguel-Ángel Canela, University of Navarra, Spain


Chapter 23
The Integration of Entertainment and Advertising: Advertainment.................................................... 506
R. Gulay Ozturk, İstanbul Commerce University, Turkey

Chapter 24
Developing and Implementing a Selection Model of Brand TV Commercial Script for a Real
Estate Agency...................................................................................................................................... 528
Pi-Fang Hsu, Shih Hsin University, Taiwan
Hung-Yu Chueh, Shih Hsin University, Taiwan
Chia-Wen Tsai, Ming Chuan University, Taiwan

Chapter 25
Branding Prince Edward County as a Gastronomic Niche Tourism Destination: A Case Study........ 549
Geneviève Brisson, University of Ottawa, Canada
Rocci Luppicini, University of Ottawa, Canada

Section 3
Tools and Technologies

Chapter 26
Six Factors That Determine the Conceptualization of Persuasive Strategies for Advergames: The
Case Study of “Tem de Tank”............................................................................................................. 572
Teresa de la Hera Conde-Pumpido, Utrecht University, The Netherlands

Volume II
Chapter 27
Selection of Digital Marketing Tools Using Fuzzy AHP-Fuzzy TOPSIS........................................... 587
Ümran Şengül, Çanakkale Onsekiz Mart University, Turkey
Miraç Eren, Atatürk University, Turkey

Chapter 28
Basic Model of CKM in Terms of Marketing Performance and Some Important Antecedents and
Dimensions.......................................................................................................................................... 617
Mohammad Fateh Ali Khan Panni, City University, Bangladesh

Chapter 29
Customer Relationship Management as a Customer-Centric Business Strategy................................. 649
Süphan Nasır, Istanbul University, Turkey

Chapter 30
Performance Analysis of a Markovian Queuing System with Reneging and Retention of Reneged
Customers............................................................................................................................................ 686
Rakesh Kumar, Shri Mata Vaishno Devi University, India
 

Chapter 31
Campaign Optimization through Mobility Network Analysis............................................................. 695
Yaniv Altshuler, Endor, Israel
Erez Shmueli, Tel-Aviv University, Israel
Guy Zyskind, Massachusetts Institute of Technology, USA
Oren Lederman, Massachusetts Institute of Technology, USA
Nuria Oliver, Telefonica Research, Spain
Alex “Sandy” Pentland, Massachusetts Institute of Technology, USA

Chapter 32
A Diachronic Analysis of Portuguese Digital Campaigning............................................................... 729
Rui Alexandre Novais, University of Porto, Portugal & University of Minho, Portugal &
University of Liverpool, UK
Álvaro Cúria, University of Porto, Portugal & New University of Lisbon, Portugal

Chapter 33
Branding as a Tool for CSR................................................................................................................. 746
Johanna Kujala, University of Tampere, Finland

Section 4
Utilization and Applications

Chapter 34
Stakeholder Interaction for Sustainability: The Impact of Social Media on Nigeria’s Oil and Gas
Industry................................................................................................................................................ 770
Uzoechi Nwagbara, Greenwich School of Management London, UK

Chapter 35
The Role of Local Governments in City Branding.............................................................................. 784
Emel Gonenc Guler, Trakya University, Turkey

Chapter 36
The Role of Social Media in International Advertising....................................................................... 804
Kijpokin Kasemsap, Suan Sunandha Rajabhat University, Thailand

Chapter 37
Influence of SMS Advertising on Consumer Behavioral Intention..................................................... 832
Hongyan Lin, Xiamen University of Technology, China
Zhankui Chen, Xiamen University of Technology, China

Chapter 38
The Impact of Consumer Search Behavior on Search Advertising in the Hotel Industry................... 851
Qiang Lu, The University of Sydney, Australia
Yupin Yang, Simon Fraser University, USA
Shahriar Akter, University of Wollongong, Australia


Chapter 39
On-Line Media Planning and On-Line Media Common Measurement Currencies............................ 866
Bilgen Basal, Yeditepe University, Turkey

Chapter 40
City Branding and the Power of Netnography in the Era of Social Media.......................................... 887
Tuğba Özbölük, Bozok University, Turkey

Chapter 41
The Relationship between Fast Fashion and Luxury Brands: An Exploratory Study in the UK 
Market.................................................................................................................................................. 910
Cesare Amatulli, University of Bari, Italy
Antonio Mileti, University of Salento, Italy
Vincenzo Speciale, LUISS Guido Carli University, Italy
Gianluigi Guido, University of Salento, Italy

Chapter 42
The Intended Image of a Place Brand: A Danish Case Study............................................................. 932
Martin Hannibal, University of Southern Denmark, Denmark
Erik S. Rasmussen, University of Southern Denmark, Denmark

Chapter 43
Foreign Language Display in Advertising from a Psycholinguistic and Sociolinguistic
Perspective: A Review and Research Agenda...................................................................................... 952
Jos Hornikx, Radboud University Nijmegen, The Netherlands
Frank van Meurs, Radboud University Nijmegen, The Netherlands

Chapter 44
Promoting America: How Do College-Age Millennial Travelers Perceive Terms for Branding the
USA?.................................................................................................................................................... 973
Lisa T. Fall, University of Tennessee, USA
Charles A. Lubbers, University of South Dakota, USA

Chapter 45
Codeswitching: An Alternative Approach to Traditional Communication Methods for Reaching
Multilinguals in the Global Marketplace............................................................................................. 990
Melissa M. Bishop, University of New Hampshire, USA
Mark Peterson, University of Wyoming, USA

Chapter 46
Sustainable City Branding: Cittaslow – The Case of Turkey............................................................ 1013
Hande Begüm Bumin Doyduk, Yeditepe University, Turkey
Elif Yolbulan Okan, Yeditepe University, Turkey
 

Chapter 47
Leveraging Sport to Build City Brands: The Case of Cape Town as an Emerging City Brand........ 1033
Brendon Knott, Cape Peninsula University of Technology, South Africa
Janice Hemmonsbey, Cape Peninsula University of Technology, South Africa

Chapter 48
Branded Entertainment: Past, Present, and Future............................................................................ 1049
José Martí-Parreño, European University of Valencia, Spain
Carla Ruiz-Mafé, University of Valencia, Spain
Lisa L. Scribner, University of North Carolina, USA

Chapter 49
Sport Marketing: Cyber Strategies for Clubs and Events.................................................................. 1070
Manuel Alonso Dos Santos, Universidad Católica de la Santísima Concepción, Chile

Chapter 50
Advertising in Games: Advergaming Applications in the Tourism Industry.................................... 1083
Evrim Celtek, Gaziosmanpasa University, Turkey

Section 5
Organizational and Social Implications

Chapter 51
Self-Expressiveness as Consumers’ Motivation to Share Online Video Advertisements 
in Jakarta............................................................................................................................................ 1110
Adilla Anggraeni, Bina Nusantara University, Indonesia
Sarah Diandra, Bina Nusantara University, Indonesia

Chapter 52
The Role of Culture in City Branding................................................................................................ 1125
Selda Uca Ozer, Trakya University, Turkey

Chapter 53
Advertising and Mobile: More than a Platform Shift........................................................................ 1143
Kenneth E. Harvey, KIMEP University, Kazakhstan
Philip J. Auter, University of Louisiana – Lafayette, USA

Chapter 54
Customer Retention Strategies and Customer Loyalty...................................................................... 1178
Süphan Nasır, Istanbul University, Turkey


Volume III
Chapter 55
Bidirectional Role of Accuracy and Recognition in Internet-Based Targeted Advertising............... 1202
Jiang Zhao, Southeast University, China
Shu-e Mei, Southeast University, China
Wei-jun Zhong, Southeast University, China

Chapter 56
The Role of New Media in Contemporary Entertainment Culture.................................................... 1222
Ozgur Akgun, University of Maine, USA

Chapter 57
Digital Advertising Practices and its Impacts on Students: An Application in the Public and
Private Universities in Turkey............................................................................................................ 1239
Ibrahim Kircova, Yıldız Technical University, Turkey
Dilaysu Cinar, Beykent University, Turkey

Chapter 58
Challenges in Promoting Cities through Culture within the New Global Economy......................... 1258
Dilek Hocaoğlu, Doğuş University, Turkey

Chapter 59
The Effect of E-Marketing and Outdoor Media Advertising on Exploratory Consumer Buying
Behavior............................................................................................................................................. 1280
Abdul Waheed, University of Science and Technology Beijing, China
Jianhua Yang, University of Science and Technology Beijing, China

Chapter 60
A Brief History of City Branding in Istanbul.................................................................................... 1301
Ülke Evrim Uysal, Beykent University, Turkey

Chapter 61
Do Places Have a Personality? A Perspective from Place Branding................................................. 1316
Sonya Hanna, Bangor University, UK
Jennifer Rowley, Manchester Metropolitan University, UK

Chapter 62
Effective, Privacy-First Display Advertising: Ambient Intelligence for Online Ambient 
Environments..................................................................................................................................... 1335
Ratko Orlandic, Gorsel, Inc., USA

Chapter 63
Branding Various-Sized Destinations: A Study of Millennial Attitudes........................................... 1360
Anders Parment, Stockholm University, Sweden
Sara Brorström, GRI Gothenburg Research Institute, Sweden
 

Chapter 64
The Influence of Perceived Interactivity of Social Media Advertising and Voluntary Self-
Disclosure on Attitudes and Intentions to Pass-Along....................................................................... 1388
Shu-Chuan Chu, DePaul University, USA
Yeuseung Kim, DePaul University, USA

Chapter 65
Exploring City Branding as a Tool to Conserve Urban Green Infrastructure in Developing
Countries............................................................................................................................................ 1406
Bhaskar Padigala, Centre for Environmental Planning and Technology University, India

Chapter 66
Country of Origin Effects: The Interaction of Place and Product?.................................................... 1434
Nick Clifton, Cardiff Metropolitan University, UK

Chapter 67
Using Social Media for Participatory City Branding: The Case of @cityofizmir, an Instagram
Project................................................................................................................................................ 1459
Ebru Uzunoglu, Izmir University of Economics, Turkey

Chapter 68
Advertising Deceit: Manipulation of Information, False Advertising, and Promotion..................... 1482
Philippe W. Zgheib, Lebanese American University, Lebanon

Chapter 69
How Advertising Beauty Influences Children’s Self-Perception and Behavior................................. 1495
Iris Vermeir, Ghent University, Belgium
Dieneke Van de Sompel, Ghent University, Belgium

Chapter 70
User Disposition and Attitude towards Advertisements Placed in Facebook, LinkedIn, Twitter and
YouTube: A Decision Tree and MANOVA Approach...................................................................... 1512
Janarthanan Balakrishnan, Thiagarajar School of Management, India
Jeevananthan Manickavasagam, Thiagarajar School of Management, India

Chapter 71
Sensory Branding: Branding with Senses.......................................................................................... 1533
Surabhi Mukherjee Chakravarty, CMR – Institute of Management Studies, Bangalore, India
& Alliance University, India

Chapter 72
Role of Traditional and New Media in Ethnic Conflict in Nigeria’s Middle Belt Region: A Primer
on Peace Building and Community Development............................................................................. 1564
Bala A. Musa, Azusa Pacific University, USA


Chapter 73
Advergaming – How Does Cognitive Overload Effect Brand Recall? Differences between In-
Game Advertising (IGA) and Advergames........................................................................................ 1579
Ayşegül Sağkaya Güngör, Işık University, Turkey
Tuğçe Ozansoy Çadırcı, Yıldız Technical University, Turkey
Şirin Gizem Köse, Yıldız Technical University, Turkey

Chapter 74
Promoting Bucovina’s Tourism Brand............................................................................................... 1603
Alexandru-Mircea Nedelea, Ştefan cel Mare University of Suceava, Romania

Section 6
Managerial Implications

Chapter 75
Advertising and Pricing Decisions in a Manufacturer-Retailer Channel with Demand and Cost
Disruptions......................................................................................................................................... 1622
Lingxiao Yuan, Huazhong University of Science & Technology, China
Chao Yang, Huazhong University of Science & Technology, China
Taotao Li, Huazhong University of Science & Technology, China

Chapter 76
Neuromarketing from the Perspective of Advertising Professionals: A Battle between Creatives
and Strategic Planners........................................................................................................................ 1648
Ugur Bakir, Ege University, Turkey
Muge Elden, Ege University, Turkey
Erdem Gecit, Izmir Katip Celebi University, Turkey

Chapter 77
From Internal Branding to Cultural Transformation: A Virtuous Circle........................................... 1664
Maria Matiatou, The American College of Greece, Greece

Chapter 78
Business Fabric and Place Branding: Measuring Entrepreneurship at the Street Scale.................... 1685
Philip Speranza, University of Oregon, USA
Benjamen Prager, University of Oregon, USA

Chapter 79
Understanding the Use of Social Media for Employer Branding...................................................... 1708
Maxim Viktor Wolf, University of London, UK
Julian Mark Sims, University of London, UK
Huadong Yang, University of Liverpool, UK
 

Chapter 80
A Consideration of Value Co-Creation in Branding of University Research-Laboratories............... 1737
Dung Thuy Nguyen, Japan Advanced Institute of Science and Technology, Japan
Kunio Shirahada, Japan Advanced Institute of Science and Technology, Japan
Michitaka Kosaka, Japan Advanced Institute of Science and Technology, Japan

Section 7
Emerging Trends

Chapter 81
New Approaches to Regional Branding through Green Production and Utilization of Existing
Natural Advantages............................................................................................................................ 1758
Alexander Trukhachev, Stavropol State Agrarian University, Russia

Chapter 82
The Organizational Structure of Advertising Agencies and New Directions.................................... 1779
Pinar Altiok Gürel, Beykent University, Turkey
Talat Firlar, Beykent University, Turkey
Nursen Firlar, Gelisim University, Turkey

Chapter 83
Branding and CSR in Indian Agribusiness........................................................................................ 1794
Anup Raj, Chandragupt Institute of Management Patna, India

Index.................................................................................................................................................... xxii